The Death of David Kirby — Italy, 1992
Concept: Tibor Kalman, Oliviero Toscani, Photo: Therese Frare
The photo of AIDS activist David Kirby was taken in his room at the Ohio State University Hospital in May 1990, with his father, sister, and niece at his bedside. The photo, taken in both black and white and color by Therese Frare, was part of a photographic documentary on the lives of clients and caregivers in a hospice for people with AIDS. The photograph was included in LIFE magazine in November 1990 and went on to win the 1991 World Press Photo Award. Tibor Kalman, working with Oliviero Toscani, was preparing a consciousness-raising campaign associated with Benetton products and culture. He saw the Frare photograph in LIFE magazine and suggested that Benetton include it in their advertising campaign. Benetton approached the photographer and Kirby family, gaining consent for the use of the photograph and contributing to an AIDS foundation. When considering whether to stay with black and white or use color the creative team decided that it needed to look like an advertisement, raising the shock value.
